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The referral engine : teaching your business to market itself / John Jantsch.

by Jantsch, John.

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Portfolio, 2010.

Business referrals

Viral marketing

Word-of-mouth advertising

243 p. ; 24 cm.

Includes index.

The realities of referral -- The qualities of referral -- The path to referral -- The referral system view -- Your authentic strategy -- Content as marketing driver -- Convergence strategies -- Your customer network -- The strategic partner network -- Ready to receive -- Referral-specific campaigns -- Snack-sized suggestions -- Workshop.

The power of glitzy advertising and elaborate marketing campaigns is on the wane; word-of-mouth referrals are what drive business today. People have a hardwired desire to recommend products and services to their friends. Smart businesses can tap into this desire. Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Some strategies include: Talk with your customers, not at them; The sales team is the most important part of your marketing team; Educate your customers.

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